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Building a brand beyond advertising

beyond advertising
InsuranceMarket.ae’s Avinash Babur explains the role of OOH advertising and beyond in delivering on promises.

In today’s fast-paced world, where digital platforms dominate consumer attention, standing out as a brand requires going beyond just advertising. It requires authenticity, consistency and the ability to deliver on promises day in and day out. Out-of-home (OOH) advertising, often viewed as a traditional medium, has evolved to play a critical role in reinforcing these values, especially in competitive and dynamic markets such as the UAE.

At its core, brand building isn’t just about clever ads or catchy slogans. It’s about embedding the brand into the everyday lives of consumers, offering reliability and consistently demonstrating trustworthiness. OOH is a powerful channel for achieving this: by being visible, present and unwavering in its message, it helps reinforce a brand’s identity and create a lasting impact.

OOH: A strategic choice for trust and visibility

The UAE is a region where mobility is central to daily life, with busy roads and bustling public transport systems. This urban vibrancy makes OOH campaigns thrive. However, in such a saturated market, the challenge isnt just to be seen – it’s to be remembered.

OOH advertising enables brands to remain consistently visible in high-traffic locations, from metro stations to billboards. In industries where trust is paramount, such as insurance or banking, OOH provides a platform for brands to continuously reinforce their reliability and commitment, building trust over time.

The persistent presence of OOH can serve as a physical reminder that the brand is always available, providing a crucial touchpoint that fosters familiarity and credibility.

Distinctiveness in OOH: standing out in a saturated market

In a landscape where countless messages compete for attention, brands are increasingly looking for creative ways to differentiate themselves. Some have found success by using distinctive brand assets, whether there are a recognisable logo, colour scheme or even a mascot.

This level of recognisability can create a sense of emotional connection and humanise the brand, thus allowing the advertising to go above and beyond in making it more relatable in a market where consumers are constantly bombarded with information.

OOH campaigns that incorporate unique, engaging elements tend to resonate better with audiences. Whether through humour, warmth, or a focus on human-centred messaging, brands that can create a memorable connection with their audience are the ones that stand out in a sea of sameness. In this way, OOH becomes more than just an ad; it becomes a reflection of the brand’s personality and values.

beyond advertising
Avinash Babur, Founder & CEO, InsuranceMarket.ae

Reinforcing the brand promise through OOH advertising

The true power of OOH lies not just in visibility but in its ability to reinforce a brand’s promise. For many brands, that promise is centered on ease, reliability or customer-first service. OOH offers an opportunity to consistently deliver this message in a way that feels authentic and credible. In fast-growing cities like Dubai, where consumers are constantly on the go, OOH provides a unique advantage, offering multiple touchpoints in daily life that can help reinforce the brand message. 

This omnipresence ensures that the brand stays top of mind, whether consumers are commuting to work, driving through the city or walking through busy areas. Over time, these repeated exposures build a level of familiarity that strengthens trust.

Role of OOH advertising in building long-term relationships

In recent years, OOH has evolved from a primarily promotional tool to a platform for building brand-first strategies. Brands are increasingly shifting their focus from product-specific campaigns to messaging that highlights their core values and long-term mission.

This shift is driven by the understanding that consumers are not just looking for transactional interactions – they want to connect with brands on an emotional level. OOH, when used effectively, can communicate these values in a way that transcends the immediate sales pitch. It can serve as a platform to showcase the brand’s commitment to its customers, its focus on service, or its dedication to quality. In this way, OOH becomes an essential part of a brand’s long-term relationship-building efforts.

Real-world testing of brand promises

Ultimately, brand-building doesn’t end with visibility – it’s about how well brands live up to their promises, especially during critical moments. For example, during periods of natural disruption, such as floods or extreme weather, insurance providers and platforms have an opportunity to demonstrate their commitment to customer service.

Brands that prioritise their customers needs during these times, by offering efficient and transparent service, build lasting trust that extends far beyond advertising. When brands deliver on their promises, especially under pressure, it reinforces the trust and loyalty that have been cultivated through OOH and other forms of communication. This real-world testing of a brand’s promise is what solidifies customer relationships in the long term.

Challenges in the OOH space: Oversupply and market noise

While OOH is an effective tool for brand building, it’s not without challenges. One of the most pressing issues in markets like Dubai is the oversupply of inventory. With an increasing number of billboards, digital screens, and other OOH formats vying for attention, brands face the challenge of cutting through the noise. The sheer volume of OOH options can dilute the effectiveness of even the most well-crafted message.

This oversupply also affects the market in terms of pricing and quality. Brands must be strategic, ensuring that they secure prime, high-visibility locations that align with their broader brand strategy. It’s not just about finding a space – it’s about finding the right space.

In a market where visibility alone is no longer enough, the placement of OOH assets has become a critical part of maximising impact.

Beyond OOH advertising and the future of brand building

As the media landscape continues to evolve, OOH will remain a pivotal tool in building strong, recognisable brands. The rise of digital OOH, in particular, offers even more flexibility for brands to create campaigns that are visually striking, interactive and adaptive to real-time needs.

While the medium may change, the fundamental truth remains: OOH’s power lies in its ability to consistently deliver a brand’s promise. By maintaining a brand-first approach that emphasises trust and emotional connection, OOH can help build long-lasting relationships with consumers that go far beyond transactional interactions. 

OOH is more than just a high-visibility channel – it’s a tool for embedding a brand into the lives of consumers. Through strategic placements, creative executions and a consistent brand message, OOH helps brands build trust, foster loyalty and deliver on their promises. 

By navigating the challenges of oversupply with thoughtful strategy and collaboration with the right partners, OOH continues to be a critical pillar for long-term brand-building efforts in competitive markets.

By Avinash Babur, Founder & CEO, InsuranceMarket.ae